April 2012 Issue of MMM

April 2012 Issue of MMM

APRIL 2012 issue

Editor's Desk

Hope-infested waters

Pharma has made advances in solving health problems and that's where the future lies


DTC: Beyond the Blockbuster

The mass-market, TV-and-print DTC formula is going the way of the vanishing primary care blockbusters it was designed to boost as new media and niche ...

Orphan Drugs: Small is the New Big

Orphan drug approvals are up, thanks to marketing exclusivity and development incentives. Deborah Weinstein charts the industry's drive to think small, highlighting tactics for drawing ...

Journal Ad Review 2011: On a Tear

Medical/surgical journal advertising grew in 2011, the second consecutive year it's been in the black. Marc Iskowitz on which categories and brands attracted the most ...

Headliner: Easing NEJM into its third century

Tom Easley, publisher, managing director of The New England Journal of Medicine

Therapeutic Focus

Therapeutic Focus 2012: Metabolic

With the FDA weighing a new Rx diet therapy, we review the anti-obesity sector. Noah Pines on the hype and hurdles for Vivus's Qnexa and ...

Vantage Point

Vantage Point: The Role of Social Media

As we consider the role of social media in healthcare marketing, there is likely no other measure more important than "clout."


Antidote: Overemphasizing the risks of statin drugs

On the FDA's warning about statin drugs

In Focus

A shot over pharma's bow on co-pay cards

Community Catalyst has declared war on prescription co-pay cards and coupons, calling the sales tools nothing more than kickbacks and bribes.

Professional Marketing

IFPMA code draws clear boundaries

For those poring over the Sunshine Act's fine print, the latest code of conduct guidelines from the International Federation of Pharmaceutical Manufacturers and Associations (IFPMA) ...

Drug samples falling out of favor as pharma sales tool

Cegedim Strategic Data found a 25% dip in industry support for samples bewteen 2007 and 2011—from just under $8.5 billion to about $6 billion.

Professional Marketing briefs: April 2012

News on GlaxoSmithKline, Daiichi Sankyo, Columbia Laboratories and Eli Lilly

Med Ed Report

By iPhone or web, parity in learning

Learners on smartphone vs. those who are using the web perform about equally well in most outcomes measures, but online CME activities have a higher ...

COI policies up among med schools

For the first time since 2007, over two-thirds of medical schools have "model" conflict-of-interest policies in place, but industry support for CME remains one concern.

Med Ed Report briefs: April 2012

News on Projects in Knowledge, Publicis Touchpoint Solutions, Novartis, American Academy of Family Physicians and Ascend Integrated Media

Professional Media

Nature and Wiley expand portfolios

ASCPT launches its first fully open-access publication, and Wiley-Blackwell adds 44 journals

Professional Media briefs: April 2012

News on Elsevier, MPR and EMBO Molecular Medicine

Partner Forum

Is ivory tower free of industry bias?

Is academic research any more timely or transparent than industry research?

Digital Media

Sharecare bulking up with RealAge buy

Healthcare Q&A site Sharecare is buying RealAge from Hearst for an undisclosed sum, the companies said.

Sanofi contest gooses diabetes technological innovation

Sanofi has kicked off its second annual, social-media-driven Data Design Diabetes Innovation Challenge contest.

Digital Media briefs: April 2012

News on Pew Internet, WebMD and Projects in Knowledge

Consumer Marketing

FlexPen steps up in the Hispanic media market

Novo Nordisk has launched a big integrated Spanish-language campaign for its FlexPen insulin delivery device.

DDR on DTC: ParaGard

Teva's DTC campaign for its IUD, ParaGard is charming and informative

Studies mull easier switches to OTC

The FDA says it is looking for change in the OTC market that could help move more drugs from prescription to over-the-counter status.

FDA trying to gauge impact of "corrective" ads

The impact of corrective advertising on consumer misperceptions of drug safety and efficacy is being studied by FDA.

Consumer Marketing briefs: April 2012

News on Merck, Avanir Pharmaceuticals and spending on TV ads

Marketing Research

GfK adds payer expert Bridgehead to its roster

GfK bought market access counselor Bridgehead International for an undisclosed sum.

Synovate managers stay on at Ipsos

Ipsos reorganized its marketing specialty—the largest of its global business lines, representing nearly half of total revenues in 2011.

Agency Business

New companies expand WCG's reach

WCG established a new holding company, dubbed W20, encompassing WCG and two sibling firms

White takes the helm of Edelman's global health practice

A changing of the guard at Edelman saw Kym White move up to global practice chair for health.

Agency Business briefs: April 2012

News on Allergan, Merz, inVentiv Health and Publicis Groupe

Beltway Insider

As I See It: Ghostwriting

Apparently, unless the rules explicity prohibit a specific type of unethical behavior, you're OK

Congress sets its sights on bringing down IPAB

Congressional Republicans—and a few Democrats—are pressing the attack on the Independent Payment Advisory Board for Medicare.

Project FDA spurs industry efficiency

Former FDA commissioner Andrew von Eschenbach has joined the Manhattan Institute to head up its Project FDA initiative.


FDA wedded to the FTC—for better or for worse

Without behavioral targeting, it's back to mass marketing using a shotgun approach

When consolidation comes with compromise

Let clients pick and choose based on best-in-class expertise, as opposed to 'one-stop shopping.'

Private View

Private View: When Less is More

A look at some ads that break out of the comfort zone and think beyond just desiging to fit fair balance

At Work With

At Work With: Janelle Starr

Janelle Starr, SVP General Manager, Heartbeat West


Upward Move: Tom Sebok

Tom Sebok, President, inVentiv Health Communications

People Moves: April 2012

Manufacturer and agency hires and promotions

Name That Brand

Name That Brand: April 2012

This drug earned its manufacturer roughly $2 billion in revenues last year.

Back Talk

Closest to the customer wins

Agencies can embrace the need to change—or sit back and watch their value melt away